Jared® Jewelers embraces change with a bold campaign via agency McKinney that celebrates love and devotion in a world where people of all backgrounds “Dare To Be Devoted.” Diverse representation is essential part of the campaign, which was edited by Cut+Run’s Sean Fazende and Directed by Golden Heart Films’ Ryan Booth.

The spots depict moments where couples are ‘daring to be devoted’ in ways that depart from what might be considered traditional. Roles reversed, reimagined, and reconstructed in moments of celebration both quiet and exuberant: a nightclub engagement; an unexpected moment of surprise in front of strangers; and a couple’s love creating a blended family in a morning campsite proposal.

The fully integrated campaign is the first by creative agency McKinney for Jared since their partnership began earlier this year.

Credits-
Client: Jared
Campaign: Dare To Be Devoted

VP, Marketing: Alan Gravely
Executive Director of Print and Advertising: Chris Dralle
Director, Client Services: Shelly Morton

Agency: McKinney
Chief Creative Officer: Jonathan Cude
Group Creative Directors: Jenny Nicholson, Will Dean
Art Director: Kathryn Moffitt
Group Account Director: Gretchen Walsh
Account Director: Lindsley Laham
Account Supervisor: Melanie Wallace
EVP, Director Content: Regina Brizzolara
SVP, Executive Producer: Josh Eggleston
Print producer: Carolyn Petty

Production Company: Golden Heart Films
Global President of Commercials & Branded: Davud Karbassioun
Executive Producer: Hillary Rogers
Director: Ryan Booth
Producer: Jennifer Haberstock
Director Of Photography: Natalie Kingston

Editorial: Cut+Run
Editor: Sean Fazende
Senior Producer: Marcia Wigley
Managing Director: Lauren Hertzberg

Post FX: MPC
Executive Producer: Mathew Loranger
Producer: Anna Kravtsov

Tags:
Jewellery, Digital campaign, Brand Commercial, Golden Heart Films, Love, Jared Ads, Jared Commercials, Jared campaign